Associate Manager, Performance Marketing; Digital Gaming

Company Description

CREATIVITY IS OUR SUPERPOWER.It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day.

We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

The Team:

Mattel Game Studios’ mission is to harness the power of Mattel's iconic brands and IP to create a wide variety of engaging digital games. Our team is guided by industry leaders with decades of experience in various facets of the gaming industry. We are seeking talented individuals to join us in our mission to create innovative and engaging digital experiences that resonate with our beloved brands.

If you are passionate about gaming and eager to be part of a dynamic, forward-thinking team in family entertainment, this is the opportunity for you!

The Opportunity:

Mattel Games Studios is seeking an analytical and results-driven Performance Marketing Manager to join our growing mobile marketing team. In this role, you will be responsible for acquiring high-quality users across our diverse portfolio of mobile games. You will leverage your deep expertise in performance marketing, campaign optimization, and ASO to develop and execute robust growth plans. As a core member of the growth team, you'll collaborate closely with creative and analytics specialists, managing substantial budgets to deliver impactful results and drive global expansion for Mattel’s iconic brands.

What Your Impact Will Be:

• Plan, execute, and optimize multi-channel UA and retargeting campaigns across Meta, Google UAC, Tik Tok, Apple Search Ads, DSPs, and emerging channels like CTV and influencer partnerships.

• Manage multi-million-dollar monthly budgets, collaborating with Marketing Analytics on strategic allocation to maximize profitable growth and LTV/ROAS targets.

• Design and execute A/B and multivariate tests on audiences, bids, and funnels, translating results into scalable performance gains.

• Partner with creative teams to develop, test, and scale high-performing static, video, UGC, and experimental formats informed by performance insights.

• Increase app store visibility and conversion through keyword optimization and asset A/B testing (icons, screenshots, videos) using Sensor Tower and Data.ai.

• Analyze and interpret attribution data from MMP (Singular) and privacy-first frameworks (SKAN, Privacy Sandbox) to guide strategic decisions.

• Collaborate with product, live-ops, monetization, and analytics teams to align UA and re-engagement with in-game events, content releases, and monetization goals.

• Build and maintain strategic relationships with platform reps, network partners, and agencies to secure betas, negotiate deals, and explore new traffic sources.

• Continuously monitor trends in UA, growth marketing, and competitor strategies to proactively test and scale new channels and formats.

What We’re Looking For:

• 3–5 years of experience managing UA and retargeting campaigns for mobile F2P games, with a proven track record of delivering profitable growth.

• Demonstrated expertise in multi-channel media buying across major advertising platforms (Meta, Google UAC, Apple Search Ads, Tik Tok, DSPs, mobile ad networks).

• Proven ability to manage and strategically allocate multi-million-dollar monthly budgets to maximize LTV and achieve ROAS targets.

• In-depth knowledge of App Store Optimization (ASO), including keyword strategy, metadata refinement, creative A/B testing, and conversion rate optimization.

• Hands-on experience working within privacy-centric frameworks (SKAdNetwork, Privacy Sandbox) and leveraging MMP data (Singular, Apps Flyer, Adjust) to measure and optimize performance.

• Highly iterative marketer with a data-driven, “test-and-learn” mindset, comfortable operating in fast-moving, ambiguous environments.

• Exceptional communication and…